微信平台上的企业营销策略研究

发布时间：2018-06-17 11:25

本文选题：微信 + 微信平台　；参考：《黑龙江大学》2015年硕士论文

【摘要】：营销无缝不入,尤其在日益发达的移动互联网时代。微信,作为时下最受欢迎的一款社交类APP,它成功将人们线下(现实)与线上(虚拟)生活完美对接,构筑起一个双向、私密、闭环的交流空间。这种连接的“强关系”属性,及其信息传播的及时、精准性,都彰显了它强大的营销价值。于是乎,众多企业纷纷转战微信平台,以期在激烈的市场竞争中占据一席之地。微信俨然成功掀起了既微博之后,不同企业间的又一场无声硝烟战。与此同时,国内关于微信营销的理论研究也进入了白热化阶段,学者多从微信自身的发展特征、腾讯微信的商业化态度、微信营销的基本模式以及不同行业间企业应该如何实施微信营销等方面做出了大量研究。本文笔者通过对这些文献资料地梳理发现:当前理论还缺乏对企业为何要实施微信营销以及应该如何规划微信营销的系统性研究。因此,本文立足于对微信平台商业化潜力及其营销价值的研究基础之上,结合传播学、市场营销学、消费者行为学以及社会学相关理论,阐述了企业实施微信营销的现实可行性和理论可行性;进而提出以微信公众账号为根据,以顾客体验为出发点的企业微信营销策略,试图为将来的企业在微信平台上布局营销提供些许借鉴。
[Abstract]:Marketing seamless, especially in the increasingly developed era of mobile Internet. WeChat, as one of the most popular social apps, successfully docked people offline (reality) with online (virtual) life, building a two-way, private, closed-loop communication space. This kind of connection 'strong relation' attribute, and its information dissemination timely, accurate, all demonstrated its powerful marketing value. As a result, many enterprises have turned to WeChat platform, hoping to occupy a place in the fierce market competition. WeChat has been a success after the Weibo, another silent battle between different enterprises. At the same time, domestic theoretical research on WeChat marketing has also entered a white-hot stage. Scholars have mostly followed the development characteristics of WeChat itself and Tencent WeChat's commercial attitude. A great deal of research has been done on the basic mode of WeChat marketing and how to implement WeChat marketing among different industries. The author finds that the current theory lacks systematic research on why enterprises should implement WeChat marketing and how to plan WeChat marketing. Therefore, based on the research on the commercialization potential and marketing value of WeChat platform, this paper combines the theories of communication, marketing, consumer behavior and sociology. This paper expounds the practical and theoretical feasibility of the implementation of WeChat marketing in enterprises, and then puts forward the marketing strategy of WeChat based on WeChat public account and customer experience. This paper tries to provide some reference for the future enterprise layout marketing on WeChat platform.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;G206

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